KNVB and PwC
PwC has been the strategic knowledge partner of the Dutch football association, the KNVB, since 1 September 2023. Guided by our purpose — to build trust in society and help solve important problems we support the KNVB in realising its ambition to further strengthen football in the Netherlands and to increase its social impact.
Football plays a unique role in Dutch society. Research previously conducted by PwC shows that professional football engages and connects as many as 8.2 million people across the country, spanning all layers of society. This broad impact makes football a powerful platform for social connection, economic value, and development in society.
Working together to drive meaningful progress
As a knowledge partner, we bring together strategic, financial, and organisational insights to support the KNVB in making well-informed decisions. By combining data, analysis, and sector expertise, we contribute to the further professionalisation and future-proofing of Dutch football.
The KNVB operates in a complex landscape of clubs, fans, public authorities, and commercial partners. PwC provides support on matters related to strategy, governance, and societal impact, helping football strengthen its unifying role. For PwC, the partnership with the KNVB is about more than sport: it is an opportunity to create real impact through knowledge and expertise.
Shaping the KNVB AI strategy together
We help develop the KNVB’s AI vision and strategy through the AI Community, a multidisciplinary group of PwC and KNVB colleagues. By experimenting and learning together, we are steadily building smarter processes and increasing the impact of football.
To kick off this process we held the AI Strategy Lab, which focused on knowledge sharing. Topics ranged from global AI trends in sports to AI and data infrastructure, and the first steps towards a KNVB-wide AI strategy. Through this process, we looked beyond technology alone to prioritise human impact and organisational alignment.
Smart use of data and AI helps the KNVB make football more accessible, fairer, and future proof.
Collaboration on a single EU Para-Football Championship and an inclusive work environment
A recent example of our collaboration with the KNVB is our joint exploration of a single European Para-Football Championship. Using the Responsible Business Simulator, PwC maps out a variety of scenarios and provides insight into their financial feasibility and societal impact. This gives the KNVB a clearer view of the potential value of such an event before any decisions are made.
“We started with the question: what can this tournament mean for people with disabilities and for society?”
Photo, from left to right: Thom‑Ivar van Dijk (PwC), Robin Janssen (KNVB)
Photo, from left to right: Fnaan Woldegiorgis (KNVB) and Lisanne Ort (PwC)
“Diversity doesn’t happen by itself—it requires decisive action.”
In addition, we support the KNVB in taking the next step toward a more diverse HR policy. By analysing the available HR data, we generate insights into recruitment and internal mobility within the organisation. These insights help guide more effective efforts towards equal opportunities and an inclusive working environment.
PwC strategic knowledge partners of the KNVB
Working together to have a positive impact on society
Working at PwC
We are also eager to introduce future top talents to the KNVB and our valuable knowledge partnership. Watch the video here of one of the visits to the campus by our colleagues with motivated students, where they had the opportunity to learn more about, among other things, the accounting profession, the KNVB, and working at PwC.
PwC Masterclass KNVB
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